You ever walk into a Chipotle, see the offerings, and think, “Gee, I really wish I could turn this into a look?” Well, now finally you can accent your eyes with sofritas, thanks to Chipotle’s collaboration with E.L.F. cosmetics.
“There is nothing tastier or prettier than the combination of burritos and makeup!” says the CMO of Elf Beauty, for some reason.— Kim Bhasin (@KimBhasin) March 4, 2021
This is a real makeup collab between Elf and Chipotle. Eyeshadow, lip gloss, a face sponge and a makeup bag. It drops next week. pic.twitter.com/klmyFaVV90
The new makeup line includes a plumping “Make It Hot” lip gloss, a makeup sponge resemblant of an avocado, a makeup bag that looks like a bag of chips, and a 12-color eyeshadow palette with shades to match everything from the corn salsa to the black beans at a Chipotle burrito bar. Every purchase of the eyeshadow palette comes with a coupon for free chips and guacamole from the chain.
Chipotle is also not the first food brand to enter the makeup world. Recently, Tapito hot sauce collaborated with Hipdot on a line of products. In 2017, Taco Bell solicited makeup looks inspired by its menu items. And who could forget about the Dr. Pepper Lip Smackers?
Besides, Chipotle can use light and silly PR boon right now. The company has spent the better part of the last few years dodging claims of lax food safety and poor worker treatment; last March, a Chipotle worker in New York says he was fired for calling in sick. And Chipotle has also been engaging in speculative buying during the pandemic, calling struggling independent restaurants and offering to buy out their leases so it can keep expanding.
The least they could do now is release a lipstick that tastes like fajitas.